Have you heard the good news?! Yesterday, we announced that Google News Initiative and Abrams Foundation are investing a combined $1 million in NewsMatch, bringing the program’s total investment in nonprofit news organizations to more than $5 million this year.

As a result, the total campaign match cap is now $12,500. The Google News Initiative’s (GNI) $750,000 contribution will be awarded in the form of two bonuses to newsrooms that meet the original match cap of $11,500:

  • GNI Bonus: All participating newsrooms that reach the original campaign match cap of $11,500 in eligible donations will receive an additional $2,500 from the Google News Initiative.

  • GNI Start Up Bonus: Startup news organizations whose publications were founded in 2018, 2019, or 2020 will receive an additional bonus from the Google News Initiative if they reach the original campaign match cap of $11,500 in eligible donations AND secure at least 100 first-time donors between Nov. 1 to Dec. 31, 2020.


Below, you’ll find a few resources to help you message this update to your audience. Plus, we’ll wrap up everything that is scheduled from here on out.

This newsletter will be the last homework assignment for 2020, but that doesn’t mean that it's the last time you will hear from us. We are still available for one-on-one sessions to answer any questions and think through last-minute strategies. Feel free to lean on us. 

— The NewsMatch Team
The Basics
In this section, we've listed the bare minimum of what you should do to run your NewsMatch campaign. If you don't have a lot of time on your hands, focus on this section to stay organized and up to date. We are following the suggested schedule on the 2020 Campaign Roadmap. Feel free to modify this schedule to fit your editorial workflow.
— Dec. 22 to 23
  • Customize and schedule your next email pitch (Email 8)
  • Optional: If you have yet to reach the match cap, you can swap Email 8 for this new email copy that talks about the opportunity to unlock the GNI bonus. You can reschedule Email #8 to drop Dec. 27 or 28 before the big countdown begins.
  • Schedule your social media posts

— Dec. 26 to 30

The suggested dates for these appeals are Dec. 23, 30, and 31, but feel free to modify your schedule. With the holidays coming up, we know that a lot is going on, and staffers are taking well-deserved time off.
☝️Pro Tips for this week's todo list
We'll use this section to provide additional insight into campaign resources and share tips on what you can do to make them your own.

Write a love letter to your readers. Email 8 (Dec. 23) summarizes all that you've achieved this year and sets you up to layout your bold vision for 2021. This is also an opportunity to let your readers know how their support allows you to fulfill your mission and keep serving the community.

Since we are in the home stretch of a long campaign, you can choose to soften the ask and make this a thank you message. If you can segment your list, thank those who have given and send a modified ask to the others.

Visualize your countdown. For skimmers (like myself), it may help visualize how close you are to your goal or deadline in your emails and on your timelines. Modify the NewsMatch campaign visual tracker on Canva that's easy to update throughout the day.

You can also incorporate a live countdown clock in your emails or on your site using a tool like MotionMail.
Take it a step further ...
Here, we'll provide advanced tips and opportunities to get the most out of NewsMatch. I'm sure your plate is already full and you may not be able to get to them all — try just tackling just one!

— ICYMI: Messaging the new match cap and bonus to you donors

If your organization has yet to reach the original campaign match cap of $11,500: Reaching this initial goal should be your one and only focus as the target to unlock the $2,500 GNI Bonus. Once your organization reaches the $11,500 goal, take a moment to celebrate then announce that the next $1,000 (up to $12,500) will be matched thanks to new funders that have joined NewsMatch.


If your organization has already reached the original match cap of $11,500: Use this announcement as an opportunity to let major donors and funders know about the swell of philanthropic support for nonprofit news around the country. Create a touchpoint with existing donors to say thank you and offer an opportunity for warm leads to connect with you in the new year.


Not sure what to do or fall somewhere in between these scenarios: Schedule a one-on-one with one of us. We’re happy to be thought partners and help you put a plan into action.

View the list of all resources to make this announcement on NewsMatch HQ.
— Planning the final week of your campaign

Last week we met with a few newsrooms to exchange ideas on how to plan the final days of a year-end campaign. Here are a few highlights from our conversation:

  • If you’re less than $3,000 towards the match cap (or 75% of your goal) — use the goal of $11,500 to create a sense of urgency.

  • If you’re not close to reaching the $11,500, that’s ok. Stop spending time on channels that have had no return. If you haven’t done so already, consider making personal appeals to angel donors (i.e. community leaders, friends, family, board members, founders, etc.)

  • In any case, you can always focus on a specific audience segment. Target a message to donors that made a gift last year but have yet to do so this year or ask your one-time donors to become a new recurring donor. Remember, new member gifts are matched 12x.

  • If you’ve exceeded your campaign goal, begin framing your success story. Look for data points that illustrate your growth. Maybe it’s the number of new donors or the fact that you’ve raised 120% of your goal. Share your success story with warm leads and let them know it’s not too late to join the movement.


  • Click here to view the notes and stream the playback from the NewsMatch Infor Exchange: Planning the final days of your campaign.
— Set up a game plan for NYE

According to Charity Navigator, 12% of annual fundraising takes place in the final three days of the year, so make sure your donation page is working and easy to find, and the right calls to action are up on your site, newsletter, and social channels.

Here are a few things you can do to make sure you're prepared for the uptick on Dec. 31:

  • Schedule your appeals in advance to allow more time to respond to inquires and crunch the numbers on those final days.

  • Consider sending out an extra last call pitch to subscribers who didn't open your morning appeal on NYE. (How much is too much? Check out our discussion of this question in last week's Info Exchange)

  • Assign someone to be on call to take donor questions that come in via email and on Facebook and Twitter as people rush to meet the match deadline.
Upcoming key dates and webinars
— Tuesday, Dec. 29
NewsMatch reporting process opens
Next week, the NewsMatch reporting process will open to your organization. The NewsMatch report must be completed by your organization’s Submittable account holder (the same person who submitted your NewsMatch application).

Have specific questions or want us to review your documentation in advance? Schedule a one-on-one session with Sheryl Saturnino, Senior Grants Administration Assistant at The Miami Foundation.

— Monday, January 4
INN Index survey opens
Remember! This year, NewsMatch grant payments will be issued upon completion of your organization’s post-campaign report and INN Index questionnaire. 

INN will notify all of our primary contacts and NewsMatch contacts with your newsroom’s unique link to complete the Index.

— Sunday January 24
NewsMatch Reporting & INN Index close
The deadline to submit your NewsMatch report and INN Index questionnaire are on the same day — Sunday, January 24.

While the NewsMatch reporting process and INN Index survey are coordinated to reduce redundancies and save organizations time, the platforms you will use to submit each report are still separate.

If you have questions about either, you can send an email to index@inn.org to reach both the INN Index and NewsMatch data teams.

Invite other team members to subscribe and receive weekly assignments from NewsMatch by sharing this link.

Why did I get this? You received this email because you are listed as a NewsMatch 2020 contact for your organization. If you were sent this message in error, please contact hello@newsmatch.org.